It is common to wonder that HR does not have to do anything with digital marketing anyway. These two verticals seem to be working in two completely different directions. However, with the popularity of social media and advanced technology, HR leaders are capitalizing on vast opportunities that digital marketing presents in searching for competent candidates and retaining the existing ones.
HRs have come a long way in infusing digital marketing strategies in their recruitment and other employee-related functions. For instance, the use of online job portals became a universal trend in the industry which has transitioned to using social media networks for quality talent. Nowadays, organizations are working extensively to stay on top of technological trends for training, recruitment and talent management.
Apart from this, HR leaders have gradually become the most valued verticals. With the adoption of digital media strategies, they are moving from playing the role of job hunters to real brand builders.
Social Media for talent acquisition
Social media and networking sites are becoming a tremendous source of reaching out to experienced and skilled candidates. Around 94 percent of recruiters are highly active on LinkedIn, as per a recent study.It streamlines the work in the HR industry by making the recruiters reachout to prospective candidates and job seekers reach out to talent leaders. Furthermore, it makes the screening of a candidate’s resume easy as talent leaders can quickly go through their social media profiles that decrease the hire and interview scheduling time. Additionally, the use of social media eases the interaction opportunities that further help the HRs to know that the candidates are suitable to fill in the position.
Up to date web presence
An updated website is a channel to build trust between organizations and job seekers. Since it is the first thing that job seekers witness, a company’s website acts as an information hub where they can scroll through the recruiting opportunities and listings in the company. The HR teams are focusing on keeping the website up to date reflecting the company’s work culture, ethics and trends. For instance, sharing growth reports on the company’s website can be a great technique in giving an insight into the performance of the company’s people. Additionally, informative articles correlated with other industries can be done to secure brand visibility.
Digital employer branding
People are the company’s most important asset. Having employer branding to showcase that the company is a good employer. The concept of employer branding is much more than the distribution of collaterals or creating a Facebook or LinkedIn page with the company’s branding. Having digital tools to create brand awareness can help HRs in creating a company’s distinguished employer branding. Today’s HRs use a full spectrum of channels from the web to social media to reinforce employer brand in a digitally transformed ecosystem. This could involve using social media networking platforms to manage the employer’s brand identity through an impeccable piece of content.
Realizing strong data analytics
Organizations that use strong data analytics outperform their peers in talent management and acquisition. Using analytics, HRs can attract people with the right competencies and manage talent effectively. Further, analytics can help the HRs in getting measurable insights on recruitment, performance, productivity, pay and benefits, etc. Apart from that, to improve staff retention and create efficiency, HRs can study staff turnover rates that help in making better decisions in employee engagement and exit. The use of specific HR analytics that can be integrated with Finance data can help create a cost-efficient HR ecosystem. This can also involve the use of workforce performance analytics to identify good and bad performers. As a result, HRs can make the right decision in providing training and support to employees that need to excel.
An effective communication successfully educates, informs and inspires employees. Having a robust internal communications plan in place helps in driving cultural change and fosters employee engagement. Embedding digital tools in the internal communications plan can result in an enhanced employee experience. For instance, blogs can be an effective digital tool for sharing the right information with employees. In addition, HRs can leverage the use of social media groups as a platform to engage employees.
Digital marketing has opened up various opportunities for job seekers and recruiters to engage and build a strong platform for employee attraction. Embracing the tools of digital transformation and integrating them with HR functions can map valuable talent and develop a robust HR ecosystem.
(The author is Yogita Tulsiani, MD & Co-founder, iXceed Solutions, a Global Tech-Recruiter Provider and the views expressed in this article are her own)